J Ö N K Ö P I N G I N T E R N A T I O N A L B U S I N E S S S C H O O L JÖNKÖPING UNIVERSITY Quality Online Banking Services Bachelor Thesis within Business Administration Author: Vasya Kenova Patrik Jonasson Tutor: Börje Boers Jönköping May, 2006
Bachelor s Thesis in Business Administration Title: Author: Tutor: Quality Online Banking Services Vasya Kenova and Patrik Jonasson Börje Boers Date: May, 2006 Subject terms: Service quality, SERVQUAL, Online banking services, E-SQ Instrument Abstract Using an already developed model for measuring the quality of online services, the authors of this thesis have developed and later on modified a theoretical model (instrument) for measuring the quality of online banking services in particular. Using quantitative research method including the design and distribution of a questionnaire, empirical data was collected on which statistical analysis has been performed. As a result of the conducted analysis, the initial theoretical model has been modified, so that the final version of the model (instrument) for measuring quality of online banking services includes four quality dimensions (Service Performance, Website Characteristics, Communication and Efficiency) with total of 17 items (questions). Furthermore, based on the modified theoretical model, customer satisfaction with different aspects of the online banking services has been evaluated. Based on the results of the Analysis of the Empirical Data, managerial recommendations are given. Suggestions for further research on quality of online banking services are also offered. i
Table of Contents 1 Introduction...1 1.1 Background...1 1.2 Problem Discussion...3 1.3 Purpose...4 1.4 Research Questions...4 1.5 Delimitations...4 1.6 Definitions...5 1.7 Disposition of the Thesis...6 2 Theoretical Framework...7 2.1 Traditional Services...7 2.1.1 Definition and Characteristics of Services...7 2.1.2 Traditional Services Quality...7 2.1.3 SERVQUAL...9 2.1.4 Studies on Traditional Banking Services Quality...10 2.2 E-Services...11 2.2.1 Definition and Characteristics of E-services...11 2.2.2 E-services Quality...11 2.3 Online Systems Quality...13 2.3.1 Definition and Importance in Relation to the Study of E-service Quality...13 2.3.2 Studies on Online Systems Quality...13 2.4 E-Banking Services...14 2.4.1 Definition and Types of E-Banking Services...14 2.4.2 Studies on E-banking Service Quality...15 2.5 E-SQ (E-S-QUAL and E-RecS-QUAL) Instrument for Measuring Online Services Quality...16 2.6 Summary of the Theoretical Framework...18 3 Methodology...21 3.1 Research Approach...21 3.1.1 Quantitative and Qualitative Research Methods...21 3.2 Sample Selection...22 3.3 Data Collection...22 3.4 Data Analysis...24 3.4.1 Cronbach s Alpha Test of Reliability...24 3.4.2 Principal Component Analysis...24 3.5 Reliability and Validity...25 3.5.1 Reliability...25 3.5.2 Validity...25 4 Empirical Data and Analysis...26 4.1 Missing Data...26 4.2 Descriptive Statistics...26 4.3 Cronbach s Alpha Test of Reliability...28 4.4 Principal Component Analysis...29 4.5 Cronbach s Alpha Test of Reliability on the Modified Theoretical Model.... 33 4.6 Modified Theoretical Model...34 ii
4.7 Descriptive Statistics Analysis (based on the modified theoretical model)...35 4.7.1 Analysis by Quality Dimension...35 4.7.2 Ranking Satisfaction and Dissatisfaction Levels of Customers on Different Quality Dimensions...40 4.7.3 The Special Case of Föreningssparbanken (FSB)...44 5 Conclusion and Discussions...46 5.1 Conclusions...46 5.2 Discussions...47 5.3 Managerial Recommendations...48 5.4 Further Research...49 References...51 Appendices Appendix I Users of Internet Banking in Percentage during the first quarter of 2005 (Statistical Central Bureau, Sweden (SCB)) Appendix II Online Systems Quality Studies Appendix III Description of the questions pertaining to each quality dimension and their number in the questionnaire Appendix IV Questionnaire on the Quality of Online Banking Services Appendix V Descriptive Statistics of the Empirical Data Appendix VI Theory and Tables supporting the statistical analysis of the thesis (Principal Component Analysis results) Appendix VII Tables and Graphs on Frequency of Survey Responses in Percentage Appendix VIII Tables showing the percentage of the total number of respondents that have stated 4 or below; 3 or below and 6 or 7 on the Likert Scale iii
Tables Figures Table 2.1 Dimensions of perceived service quality (SERVQUAL instrument)... 9 Table 2.2 Dimensions of perceived service quality (SERVQUAL instrument revised)......10 Table 2.3 Dimensions of perceived e-sq..... 16 Table 2.4 E-S-QUAL dimensions and their description.. 18 Table 2.5 E-RecS-QUAL dimensions and their description... 18 Table 2.6 Comparison of E-SQ (2000) versus E-S-QUAL and E-RecS-QUAL (2002) dimensions...19 Table 4.1 Descriptive Statistics...27 Table 4.2 Cronbach s Alpha Scores... 28 Table 4.3 Labels for the newly created dimensions.... 32 Table 4.4 Cronbach s Alpha Scores on the Modified Theoretical Model. 33 Table 4.5 Percentage of the total number of respondents that have stated 4 or below; 3 or below and 6 or 7 on the Likert Scale 41 Figure 1.1 Outline of the Thesis...6 Figure 2.1 Total Perceived Quality...... 8 Figure 2.2 Classification of Internet Banking Services...14 Figure 2.3 Number of people (in thousands) in Sweden who have used Internet Banking in each given year... 15 Figure 2.4 Model for measuring the quality of online banking services (adapted from Parasuraman et. al., 2000 and 2002).. 20 Figure 3.1 Schematic Presentation of the Methodology......21 Figure 4.1 Initial and Modified Theoretical Models......35 iv
1 Introduction This chapter has the aim to inform the reader about the increasing importance of Online Banking Services and their quality. In this chapter the authors discuss the problem, define their purpose and research questions and mention the delimitations of the presented study 1.1 Background Globalization and deregulations have increased competition in the marketplace, as nowadays it has become much easier for companies to cross borders and compete internationally. The increased competition, on its behalf, has made organizations to constantly try to increase their productivity and decrease their costs. One way for them to achieve that is by investing in information technology (Fredriksson, 2003). The recent development of information technology has led to major changes in the way services are delivered to the customers. Nowadays, customers are using more and more self-service options, which are more convenient and fast. In addition, the advent and use of the Internet has changed considerably the daily activities of most people, such as shopping and banking. The popularity of banking services delivered over the Internet (online banking services) is increasing in recent years (Fredriksson, 2003). According to the figures presented by the Statistical Central Bureau (SCB) in Sweden (Appendix I), during the first quarter of 2005, 51% of the population aged between 16 and 74 has used online banking services. Online services, including online banking services, are becoming an attractive alternative to visiting service outlets or phoning call centers for increasing number of customers (HR-Focus 2000; Tracking 2001). Some of the reasons for customers to prefer online services (as online banking services) are: convenience (Meuter, Ostrom, Roundtree & Bitner, 2000; Szymanski & Hise, 2000), feeling more in control of the service process (Bateson, 2000; Dabholkar, 1996) and avoiding human contact and saving time (Dabholkar 1996; Meuter et Al., 2000). As far as online services are concerned, it is quite easier for customers to evaluate and compare the benefits of competing services (Santos, 2003). In addition, the switching costs are very low, that is why retaining the customer in the Internet space is of vital importance (Reichheld & Schefter, 2000). In order for service providers to retain their e-customers, they should have better understanding of how customers perceive and evaluate the quality of the electronically offered services. Businesses that have been experienced and successful in offering e-services are starting to apprehend that besides website presence and low price, the important success or failure factors also include the electronic service quality (Yang, 2001; Zeithaml, 2002). Although the literature on service quality is abundant (Parasuraman, Berry & Zeithaml, 1991; Cronin & Taylor, 1992; Zeithaml, Berry & Parasuraman, 1996; Carman, 1990), very little research has been conducted on the evaluation of the quality of services delivered over the Internet (Cox & Dale, 2001). As far as banks in particular are concerned, during the second half of 1990s, the way of operating in the banking industry has undergone a fundamental change because of the advent of the Internet (Gunasekaran & Love, 1999). Taking into consideration the huge investments banks make in Internet infrastructure, customer satisfaction and retention are 1
turning into the crucial factors for success in online banking meaning that the generation of positive customer value on the Internet requires the establishment of long-term customer relationships (Bauer, Hammerschmidt & Falk, 2005). In today s oversupplied world, where customers have very high demands, the financial services organizations are trying to become more customer-focused (Gonzales, Quesada, Picado & Eckelman, 2004). In order for the E-banking to be profitable, banks should focus not only on acquiring new customers but also on the retention of existing customers (Reichheld & Schefter, 2000). According to Mols (2000) the introduction of E-banking services may change crucially the way banks build and maintain their customer relationships. The increased use of the Internet in the future will heighten the expectations and perceptions of customers, thus making e-service quality an increasingly important issue. Thus, understanding service quality issues within the new delivery channel becomes crucial. In addition, delivering high quality services is a way companies manage to improve their customer relationships. Delivering high quality services is a prerequisite for achieving customer satisfaction and only through customer satisfaction can the company gain loyal customers (Grönroos, 2000). Because of the highly undifferentiated products and services that financial organizations, and specifically banks, offer, service quality becomes main tool for competing in this marketplace (Stafford, 1996; Kim, Han, Choi & Kim, 1998). In general, because of the higher profits and higher customer retention to which they lead, high-quality services are believed to provide banks with competitive edge in the marketplace (Bennett & Higgins, 1988). From the mentioned above, it becomes obvious that high service quality is essential for surviving in the highly competitive banking environment (Wang, Lo & Hui, 2003). This leads to the fact, that a good understanding of the attributes that customers use to judge service quality is necessary in order for the company to be able to monitor and enhance its service performance and improve its overall service quality. A lot of research has been conducted about key service quality dimensions and customer requirements in the traditional banking environment, where personal interaction between the customers and the bank employees takes place (Cowling & Newman, 1995; Johnston, 1995; Bahia & Nantel, 2000; Oppewal & Vriens, 2000). However, the service quality attributes and customer requirements involved in Internet banking, where the interaction between the customers and the bank is impersonal, have not been studied enough, which can be implied by the fact that there has not been available a precise measurement instrument for online services quality (Cox & Dale, 2001). Thus, it is really important for Internet banking providers to learn more about their customers perceptions of the online banking services quality and the attributes, the customers find essential for a quality financial service delivery on the Internet. Customers have some expectations and criteria when they judge whether the provided E-banking service is satisfactory or not. This is what banks, which provide E-banking services should try to find out, so that they can improve their online services and gain competitive advantage in the banking industry. In addition, as the service delivery process on the Internet differs significantly from that in the traditional brick-and-mortar banks environment mainly because of the lack of direct contact between the employees and the customers in the Internet space, the attributes for defining a high quality service delivery are expected to differ in the two contexts. 2
1.2 Problem Discussion When judging the quality of the provided E-banking services, customers consider a lot of factors which influence their judgment. For some customers the response and efficiency of the service providers would be of greatest importance, for others the security and privacy issues might be more important, and still for others what matters most may be the website design and ease of use. In reality, customers have different expectations and requirements. They deem different aspects of the service delivery process for essential in order for them to be satisfied with the service. Nevertheless, there should be some common requirements among users of online banking services, some overall valid expectations, which are of interest in this study. As the service delivery process on the Internet differs significantly from that in the traditional brick-and-mortar banks environment mainly because of the lack of direct contact between the employees and the customers, the attributes for defining a high-quality service delivery are expected to differ in the two contexts. According to Li, Tan and Xie (2002), because of the existing difference between online and traditional services, there exists real challenges in measuring the quality of online services. Although there is a lot of research, made on evaluation of traditional banking services quality (Cowling & Newman, 1995; Johnston, 1995; Bahia & Nantel, 2000; Oppewal & Vriens, 2000), the research on online services quality, in this respect also online banking services quality, is in its infancy (Santos, 2003). As the use of online banking steadily increases over the years (Fredriksson, 2003), knowledge about defining high-quality service delivery over the Internet becomes crucial for banks, which want to stay competitive on the marketplace. If banks have knowledge about the quality attributes they can use to measure the quality of their online services and the overall satisfaction of their customers with each of these attributes, it would be much easier for them to take necessary measures and steps to improve the overall service quality. For example, if the efficiency of the service provider is deemed very important for the quality of the delivered online services and customers turn out to be unsatisfied with this aspect of the service delivery, it means that banks and their managers should consider that issue carefully and try to improve it. Additionally, this knowledge will also help banks allocate their resources in a way that maximum service quality improvement is achieved. This will eventually lead to gaining competitive advantage, which will help them retain their customers and increase their profitability (Bennett & Higgins, 1988). Finally, looking at the Swedish context in particular, the issue mentioned above seems to be very important and relevant as according to a report of the Swedish Bankers Association, by the end of 2004, more than 5.3 million banks customers of a total population of 9 million in the country have been using online banking services. Some surveys have also shown that between 40 and 45 percent of the total population of Sweden communicate with their banks through the Internet (Swedish Bankers Association, 2005). Furthermore, according to the Statistical Central Bureau (SCB) in Sweden (Appendix I), during the first quarter of 2005 48% of the people aged between 16 and 24 and 74% of those aged between 24 and 34 have used online banking services. Taking these facts into consideration, looking at the problem of how to measure the quality of online banking services and customers perception of their quality seems quite appropriate and reliable to be conducted in Sweden, as Swedish people show high rate of usage of this kind of services and therefore are expected to have sufficient experience in using them. Finally, although older people might be expected to use online banking services more intensively, it would be interesting to consider the younger clients of the banks (those aged below 34) as they are 3
the ones who are going to use the banks services for longer time in the future and they should be attracted to stay customers of the bank they use and not switch to another one. 1.3 Purpose The purpose of this study is: to provide insight into how customers perceive the quality of online banking services and to develop an instrument consisting of different service quality dimensions that can be used to measure the quality of such services 1.4 Research Questions To be able to accomplish the purpose stated above, the research questions of this study are defined as follows: 1. Which service quality dimensions should banks consider when evaluating the quality of their online banking services? 2. How these service quality dimensions of online banking services can be used to measure the quality of online banking services? 3. How do customers perceive the quality of different aspects of the online banking services they use? 1.5 Delimitations This study is delimitated to gathering empirical data through a questionnaire from a sample of the population in the University area and other random areas in Jönköping, aged below 34, who are using online banking services. In addition, choosing only 200 people aged below 34 may to some extent delimit the generalization of the results and bias the results towards the experiences of only people pertaining to the above-mentioned age range. Despite that the authors believe that the selected age range is a good representative sample of the users of online banking services as according to the Statistical Central Bureau (SCB) in Sweden (Appendix I), during the first quarter of 2005 48% of the people aged between 16 and 24 and 74% of those aged between 24 and 34 have used online banking services. Furthermore, the authors of the thesis decided to focus the study on people aged below 34, but banks may not be interested that much in people from this age range, but more on older people who are probably more expected to take higher loans, trade stocks etc. Despite that the authors assume, that banks should not disregard their younger clients aged below 34. Actually they should consider very carefully the satisfaction level of these customers as they are the ones who are going to use the banks services for longer time in the future. That is why they should be attracted to stay customers of the bank they use and not switch to another one. Another delimitation of the underlying study is that the questionnaire used includes only 20 questions and some of the quality dimensions are described with only two questions each. The questionnaire was developed shorter on purpose because of the time constraints and the conditions under which the study was conducted. The authors are aware that all this might have effect on the collected data and the analysis done on each of the dimensions later on as the more elaborately the dimensions are described, the better it would have been for the reliability of the study. 4
Finally, the authors of the thesis decided to exclude the questionnaires including non-swedish banks as the underlying study is applied to the Swedish context, which means that only the responses from people using Swedish banks were included into the analysis. 1.6 Definitions The authors will present a short description of the following terms which appear a lot throughout the thesis so that the reader has clear understanding of their meaning and can follow more easily the contents of the thesis. Online Banking Services (E-banking Services) Banking services delivered over the Internet. These include opening/closing of account, domestic/foreign money transfer, standing orders, direct debit, debit card application, loan application, credit card application, insurance investment, mutual funds investment, foreign/domestic equity investment, deposit account opening, life insurance contract, traffic insurance contract and etc (Centeno, 2003). E-Service Quality Consumers overall evaluation and judgment of the excellence and quality of e-service offerings in the virtual marketplace (Santos, 2003, p. 235) SERVQUAL A 22-item instrument for measuring customers expectations and perceptions from a service along five quality dimensions: tangibles, reliability, responsiveness, assurance and empathy. (Parasuraman et. Al., 1991) E-SQ (E-S-Qual and E-RecS-Qual) Instrument An instrument similar to the SERVQUAL scale, developed specifically for measuring online services (e-services) quality. It includes two scales: the E-S-QUAL scale consists of 4 dimensions with 22 attributes, including efficiency, fulfillment, system availability and privacy and the E-RecS-QUAL scale which consists of 3 dimensions with 11 attributes, including responsiveness, compensation and contact (Parasuraman, Zeithaml & Malhotra, 2005). Furthermore, the following terms will be used interchangeably along the thesis as they are used to represent the same things: E-services and Online services E-services quality and Online services quality Model and Instrument Items and Questions and Variables Factor and (quality) Dimension 5
1.7 Disposition of the Thesis Traditional Services E-Services Online Systems Quality E-Banking Services E-SQ (E-S-QUAL and E- RecS-QUAL) Instrument Introduction Theoretical Framework Background Problem Discussion Purpose Research Questions Delimitations Definitions Disposition of the Thesis Missing Data Descriptive Statistics Cronbach s Alpha Test of Reliability Principal Component Analysis Cronbach s Alpha Test of Reliability on the Modified Theoretical Model Modified Theoretical Model Descriptive Statistics Analysis (based on the modified model) Methodology Empirical Data And Analysis Conclusion and Discussions Research Approach Sample Selection Data Collection Data Analysis Reliability and Validity Conclusions Discussions Managerial Recommendations Further Research Figure 1.1 Outline of the Thesis (Disposition Model according to JIBS writer, 2006). 6
2 Theoretical Framework The second chapter includes the Theoretical Framework of the study, including basic knowledge in services, service quality, e-services, e-service quality, E-Banking services and online systems quality. Furthermore, the authors present to the reader two models, namely the SERVQUAL and E-SQ (E-S-QUAL and E-RecS-QUAL) models, on the basis of which the study will be further developed. 2.1 Traditional Services 2.1.1 Definition and Characteristics of Services The importance of the service sector in recent years is reflected in the increased part of services of the national economies. There is a dramatic shift toward services in the world economy and the number and diversity of service providers increases constantly. In this competitive environment, the service companies have to be faster, leaner, work more efficiently and provide better service quality in order to stay competitive. In the 1960s, 70s and 80s a range of definitions of services was suggested. In 1990 the following definition was proposed: A service is a process consisting of a series of more or less intangible activities that normally, but not necessarily always, take place in interactions between the customer and service employees and/or physical resources or goods and/or systems of the service provider, which are provided as solutions to customer problems (Grönroos, 2000, p. 46) Services have many characteristics that distinguish them from physical goods. As stated by Grönroos (2000, p. 47) some of the main differences between services and physical goods are that services are processes; they are intangible and heterogeneous; they cannot be kept in stock and there is no transfer of ownership; production, distribution and consumption are simultaneous processes in the service context; the core value is produced in buyer-seller interactions and most importantly in service contexts customers participate in the production process. This last characteristic of services that customers participate in the production process is of utmost importance when the issue of service quality is discussed. The reason is that because of the participation of customers in the production of the service, the quality of the service is directly perceived by the customer in the time of production. That is why service quality can be defined as the quality as it is perceived by customers (Grönroos, 2000, p. 63) and therefore the measurement of service quality has been a real challenge for service providers. 2.1.2 Traditional Services Quality During the past two decades many researchers have made investigation about service quality and its importance for the differentiation of the service and for gaining competitive advantage has been recognized (Zeithaml et Al., 1996; Ennew, Reed & Binks, 1993). Early scholarly writing on service quality suggested that service quality stems from a comparison of what customers feel a company should offer (their expectations) with the company s actual service performance (Zeithaml et. al., 2000, p. 5). One of the first researchers to suggest that the concept of service quality was strongly related to trust and perceptions was Gummesson (1979). Later, Grönroos 7
introduced the notion of Total Perceived Service Quality which defines how a customer perceives the difference between the expected service and the experienced service. Expected Quality Total Perceived Quality Experienced Quality Figure 2.1 Total Perceived Quality. Source: Adapted from Grönroos C. (2000), Service Management and Marketing: A customer Relationship Management Approach, p. 67. According to all these early findings, service quality was accepted as a measure of how well the customer expectations were met by the delivered service. Parasuraman, Zeithaml and Berry (1988, p. 15) defined service quality as the overall evaluation of a service firm that results from comparing that firm s performance with the customer s general expectations of how firms in that industry should perform. Many researchers have tried to define the dimensions of service quality. There are two main used methods to define the dimensions of service quality (Santos, 2003). According to the first method, service quality is defined in terms of functional quality ( how the service is delivered = process) and technical quality ( what service is delivered = outcome) (Grönroos, 2000). The second method tries to define service quality with the help of specific characteristics of a given service. For example, Parasuraman et Al. (1988) describe service quality in five to ten dimensions (responsiveness, reliability, assurance, tangibles and empathy). These five dimensions for defining service quality constitute the SERVQUAL instrument developed by Parasuraman et Al. This instrument has been developed to measure service quality based on the difference of customers expectations and perceptions for a given service (the so called disconfirmation method). It has been very popular and widely used in the field of Service Marketing and Management. The idea of measuring service quality by comparing customers expectations and perceptions of a given service has been criticized in recent years. Opponents of this approach argue that measuring only customers perceptions is more reliable. Some of the opponents are Cronin and Taylor, who developed the SERVPERF instrument in 1992. This instrument is similar to the SERVQUAL instrument, but it measures service quality only on the basis of customers perceptions of a given service. Other opponents to the disconfirmation method are Dabholkar, Shepherd and Thorpe (2000) who have found that measuring only the perception of customers can better evaluate their intention and evaluation. Furthermore, Dabholkar et Al. (2000) state that in this way, detailed service quality studies can be performed with the use of more efficient, simpler and cross-sectional designs. All the above findings have led to defining service quality as an overall evaluation of service performance. Looking at both ways of defining service quality, based on expectation and perceptions, it becomes obvious that service quality is a multi-dimensional concept, which means different things to different people (Brady & Cronin, 2001). 8
2.1.3 SERVQUAL SERVQUAL is an instrument for measuring how customers perceive the quality of a service (Grönroos, 2000). In the mid-1980s Berry and his colleagues Parasuraman and Zeithaml began to investigate what determines service quality and how it is evaluated by customers (Grönroos, 2000). As a result of their study they developed the SERVQUAL instrument for measuring service quality, which initially included 10 service quality dimensions, which were later reduced to the following five: tangibles, reliability, responsiveness, assurance and empathy. The following Table 2.1 describes the initial 10 elements of the SERVQUAL instrument. Table 2.1 Dimensions of perceived service quality (SERVQUAL instrument) Service Quality Dimension Definition Reliability Responsiveness Competence Access Courtesy Communication Credibility Security Understanding/Knowing the customer Tangibles Involves consistency of performance and dependability Willingness or readiness of employees to provide service (timeliness of service, giving prompt service) Possession of the required skills and knowledge to perform the service ApproacÖhability and ease of contact Politeness, respect, consideration and friendliness of contact personnel Keeping customers informed in language they can understand and listening to them Trustworthiness, believability, honesty, and having the customers best interests at heart Freedom from danger, risk and doubt Making the effort to understand the customer s needs Physical evidence of the service Source: Grönroos, Service Management and Marketing: A customer Relationship Management Approach, 2000, p.75 Table 2.2 presents the final five service quality dimensions which came as a result of the reduction of the initial ten dimensions. 9
Table 2.2 Dimensions of perceived service quality (SERVQUAL instrument revised) Service Quality Dimension Definition Tangibles The appeal of facilities, equipment, material and employees which the service firm uses to deliver its services to the customer Reliability Consistency of performance and dependability Responsiveness Willingness or readiness of employees to provide service Assurance The knowledge and courtesy of employees and their ability to convey trust and confidence Empathy The providing of caring, individualized attention to customers Source: Grönroos, Service Management and Marketing: A customer Relationship Management Approach, 2000, p.74 The instrument is based on the idea of the disconfirmation model, in other words on the comparison of customers expectations with their experiences from the service. Usually, the five dimensions of the instrument are described through the use of 22 attributes and respondents are asked to state (on a seven-point scale from Strongly disagree to Strongly agree ) what they expected from the service and how they perceived the service (Grönroos, 2000, p.76). Very satisfied Desired Level Zone of Tolerance Adequate Level Dissatisfied Furthermore, the reasoning of the SERVQUAL instrument is based on the concept Zone of Tolerance, suggested by Berry and his colleagues. This concept assumes that customers do not have expectations for a service attribute on one given level, but rather can accept a range in the real experience and still regard the service as satisfactory. The borders of the customer s Zone of tolerance are formed by a Desired Level the level on which the customers believe the service should be, and an Adequate Level the minimum level of service that customers are willing to accept. Customers consider the service performance which falls within the borders of this Zone of Tolerance to be good (Grönroos, 2000). This instrument has been widely used by researchers, but still, there are some controversies in its applicability across different service industries. In some studies the five dimensions of the instrument (determinants) have been found to be unstable across different types of services. Therefore, the SERVQUAL tool should be applied very carefully and the set of determinants and attributes used should be adapted to the specific situation (Grönroos, 2000). 2.1.4 Studies on Traditional Banking Services Quality Researchers have used the SERVQUAL scale to measure the quality of various services, including bank services (Cowling & Newman, 1995). According to the study conducted by Cowling and Newman in 1995 concerning the SERVQUAL scale, one bank found out that the highest disparity between the expectations and perceptions of customers was found to exist for reliability, responsiveness, and empathy, and the lowest for tangibles. Also, concerning the banking industry, by using the critical incident technique, Johnston (1995) examined the service quality perceptions of the customers. He found out 18 service quality attributes: access, aesthetics, attentiveness/helpfulness, availability, care, cleanliness/ 10
tidiness, comfort, commitment, communication, competence, courtesy, flexibility, friendliness, functionality, integrity, reliability, responsiveness and security. Furthermore, an alternative measure of service quality in retail banking that comprises 31 items with six underlying key dimensions was proposed by Bahia and Nantel (2000). These six dimensions are: effectiveness and assurance, access, price, tangibles, service portfolio and reliability. In addition, by using conjoint experiments to measure the service quality of retail banks, Oppewal and Vriens (2000) proposed the use of 28 attributes including four service quality dimensions to evaluate service quality. These four dimensions are: accessibility, competence, accuracy and friendliness, and tangibles. Of those four dimensions, the most important in determining banking preference turned out to be the accuracy and friendliness, followed by competence, tangibles and accessibility. 2.2 E-Services 2.2.1 Definition and Characteristics of E-services E-services are services delivered over the Internet. The fact that the services are delivered over the Internet pose some challenges to the service providers. First of all, the direct contact between service employees and customers is missing and secondly the service delivery setting is completely changed. In the case of e-services, websites become the moment of truth between customers and the company (Iwwarden, Wiele, Ball & Millen, 2003). As a result the websites (user-interface) determine to high extent how the service is delivered to the customers. Customers evaluate both what the company offers and how it offers it. Because of the lack of face-to-face interaction with service representatives, the user interface (site design) is what customers of e-services interact with, and as such it can be expected to influence their evaluation of the overall service quality. That is why it is advisable that companies consider very well the design and function of their websites as well, because customers might get frustrated and eventually be discouraged of visiting the website if it cannot be accessed easily or the work with it is very slow. Additionally, the information content of the website is considered to be important for online evaluations (Grönroos, 2000). 2.2.2 E-services Quality E-service quality is defined as overall customer assessment and judgment of e-service delivery in the virtual marketplace (Santos, 2003). Businesses that have been experienced and successful in offering e-services are starting to apprehend that besides website presence and low price, the important success or failure factors also include the electronic service quality (Yang, 2001; Zeithaml, 2002). One of the reasons for the increase importance of e-services quality is that over the Internet, it is much easier for customers to compare different service offerings than through traditional channels (Santos, 2003). Thus, customers of online services expect equal or higher levels of service quality than the customers of traditional services (Santos, 2003). The importance of delivering high quality e-services has been recognized by many companies, but still there is the problem of how the quality of online services is defined, which its determinants are and how it can be actually measured. There exist many models and methods for measuring the quality of traditional services (Cowling & Newman, 1995; Johnston, 1995; Bahia & Nantel, 2000; Oppewal & Vriens, 2000), but there is not that 11
much research made on the quality of services delivered over the Internet (Cox & Dale, 2001). Recently, there have been two approaches to studying e-services that can be distinguished. The first approach suggests the study of e-service quality on the basis of already existing service quality theory (Grönroos, 2000; Zeithaml et Al., 2000). The other approach suggests the study of e-service quality through empirical research and the development of new categories of e-services (Szymanski & Hise, 2000). For example, according to Van Riel, Liljander and Jurriens (2001) some researchers have tested the SERVQUAL instrument on different e-services as web-based service, internet retail and electronic banking. Despite that, there are still some doubts among researchers whether the SERVQUAL instrument can be applied for measuring the quality of online services. Parasuraman and Grewal (2000, p. 171) propose that research is needed on whether the definitions and relative importance of the five service quality dimensions change when customers interact with technology rather than with service personnel. Because the SERVQUAL tool dimensions and attributes were developed for traditional services where direct contact between the employees and the customers occur, many researchers believe that the items of the instrument and their content would need to be refined before they can be meaningfully applied in the online service context. According to Zeithaml et Al. (2000) additional dimensions may also be needed in order for the full construct of e-service quality to be captured. Yang (2001) proposed in his research the use of seven online service quality dimensions which align with those of the SERVQUAL scale. These dimensions include reliability, responsiveness, access, ease of use, attentiveness, credibility and security. Besides the application of already existing models on the e-service quality measurement, some researchers have recently proposed new quality dimensions, specific for the online services. For example, in a recent study on the quality of online services of 23 travel agencies, Kaynama and Black (2000) have used seven quality dimensions derived from SERVQUAL: responsiveness, content and purpose (derived from reliability), accessibility, navigation, design and presentation (all derived from tangibles), background (assurance), and personalization and customization (derived from empathy). Furthermore, Ziethaml et Al. (2000) made research with focus groups consisting of people with experience in online shopping. As a result of the study they defined eleven e-quality dimensions (the so-called E-SQ instrument): reliability, responsiveness, access, and flexibility, ease of navigation, efficiency, assurance/trust, security/privacy, price knowledge, site aesthetics and customization/personalization. Later in 2002, Zeithaml et Al. revised the E-SQ model and decreased the online service quality dimensions to seven. These dimensions are as follows: efficiency, fulfillment, system availability, privacy, responsiveness, compensation and contact (Parasuraman et Al., 2005). Based on the SERVQUAL scale, Barnes and Vidgen (2001) have developed the WebQual Index with 24 measurement items, which is specifically established for online service quality measurement. The Index includes the following seven online service quality dimensions: reliability, competence, responsiveness, access, credibility, communication and understanding the individual. Similarly, Madu and Madu (2002) made a literature review, on the basis of which they proposed 15 dimensions of online service quality: performance, features, structure, aesthetics, reliability, storage capacity, serviceability, security and system integrity, trust, responsiveness, product differentiation and customization, Web store policies, reputation, assurance and empathy. 12
2.3 Online Systems Quality 2.3.1 Definition and Importance in Relation to the Study of E-service Quality Discussing online services, we cannot measure their quality, simply from researching the online service quality dimensions. The reason for that is that online services are quite different from the traditional services, where an interpersonal service encounter takes place. In an interpersonal service encounter, where customers have direct contact with service personnel, the way service personnel behaves, talks, smiles and etc. will influence to a high extent the satisfaction of the customers with the service delivered. In the virtual space customers communicate with the company through an information system. By using the Internet as a service delivery channel, companies should be aware of the fact that some aspects of the human interaction of traditional service settings cannot be replaced by technology (Cox & Dale, 2001). Such aspects, according to Cox and Dale (2001) are for example courtesy, friendliness, helpfulness, care, commitment, flexibility and cleanliness. The absence of these aspects of human interaction through which quality can be delivered to customers will have to be compensated by other quality factors, for example different features of the company s website, through which the online services are delivered. That is why a literature review on the online systems quality is necessary for the purpose of this study. 2.3.2 Studies on Online Systems Quality There is much research done on the quality of online information systems and websites in particular. Doll and Torkzadeh (1988) suggested five quality dimensions that influence customer satisfaction with the Website of a given company. These dimensions are: content, accuracy, format, ease of use and timeliness. In recent years, many studies have been conducted on the success features of websites. According to a study done by D Angelo and Little in 1998, when designing a website the following factors should be considered: navigational characteristics, visual characteristics, and practical consideration including images, background, color, sound, video, media and content. Other researchers, Liu and Arnett (2000) propose that major determinants of a website success are the following factors: system use, system design quality, information quality and playfulness. Studying websites quality, Cox and Dale (2001) have found out and proved four quality factors of a website: ease of use (the design of the Web site), customer confidence (how the website generates customer trust), online resources (capabilities of the website to offer products/services) and relationship services (how the website bonds with the customer and inspires loyalty) (from Yang, Jun & Peterson, 2004). According to Abels, White and Hahn (1999) user criteria for a good website design include use, content, structure, linkage, search and appearance. Later, using the finding from Abels et Al. (1999), Santos (2003) has discovered five dimensions of online systems quality: ease of use, appearance, linkage, structure and layout, and content. The features that a website should possess in order to be successful and contribute to the service quality depend to a high extent on the type of service provided. For example, the features of a website for purchasing music and books are expected to differ from those of a bank s website. As far as Internet banking websites are concerned, Jayawardhena and Foley (2000) proposed website features critical to enhance customer satisfaction: the speed to download, content, design, interactivity, navigation and security. Furthermore, Waite and Harrison (2002) have found seven dimensions that influence customer satisfaction with 13
banks websites: transaction technicalities, decision making convenience, interactive interrogation, specialty information, search efficiency, physical back-up and technology thrill. For summary of conducted research on online systems quality please refer to Appendix II. 2.4 E-Banking Services 2.4.1 Definition and Types of E-Banking Services E-Banking services are banking services delivered over the Internet. The services provided by banks over the Internet which once included only checking of accounts, have recently evolved to include a full range of banking services. It is not rare the case nowadays, when nearly all services accessible at the branch or by phone can be accessed on the Internet as well. The development of technology allows banks to offer not only branch-based services over the Internet, but also new added-value services which are available only online such as electronic commerce, real-time brokerage, financial information menus, e-mail alerts and third party services (tax payment, portals or management of electricity bills) (Centeno, 2003). Figure 2.2 below shows a possible classification of Internet banking services (Centeno, 2003). Figure 2.2 Classification of Internet Banking Services. Source: Centeno, C., Adoption of Internet Services in the Enlarged European Union: Lessons from the Internet Banking case, European Commission Joint Research Centre, Report EUR 20822 EN, June 2003. The number of people using online banking services is steadily increasing. In the mid-2001, Sweden had the highest E-banking adoption rate. At that time 54% of all Internet users used E-banking services (Fredriksson, 2003) According to a report of the Swedish Bankers Association, by the end of 2004, more than 5.3 million banks customers of a total population of 9 million in the country have been using online banking services. Some surveys have also shown that between 40 and 45 percent of the total population of Sweden communicate with their banks through the Internet (Swedish Bankers Association, 2005). 14
Figure 2.3 below, presented in a report of the Swedish Bankers Association from September, 2005 clearly shows the steady increase in E-banking services users from 1996 to 2004. Figure 2.3 Number of people (in thousands) in Sweden who have used Internet banking in each given year (Swedish Bankers Association, 2005). This is an evidence of the evolution of E-banking services in Sweden. The increased use of online banking services has many advantages for both customers and banks. For customers, E-banking services allow them to have better overview of their banking business and help them to manage their banking transactions more conveniently and fast. Additionally, customers who use Internet banking prove to be involved in more banking transactions, which is beneficial for the banks themselves. Moreover, through the Internet, the bank productivity increases as well, as the distribution and production of their services become more efficient (Swedish Bankers Association, 2005). As a whole, customers motivation to use E-banking services comes from a number of factors: freedom of time and space, speed, convenience, 24 hours a day availability and price incentives (Mattila, Karjaluoto & Pento, 2002). Despite all the advantages the Internet offers to both banks and their customers in terms of increased productivity and reduced costs, it also hides a lot of disadvantages and challenges for the service providers. On the Internet, the comparison between different service offerings is much easier and switching costs are lower, which makes it easier for customers to change service providers (Santos, 2003). This, on its behalf, posts a challenge for the banks to not only acquire new customers, but retain their existing ones as well. To retain its customers, banks should try to make them satisfied with their services and offerings and this can be achieved through delivering high quality services. Delivering high quality online services requires understanding of the online service quality dimensions considered crucial and trying to improve the quality of the services provided over the Internet, so that a competitive advantage is gained. 2.4.2 Studies on E-banking Service Quality The increased importance of information and communication technology for the delivery of financial services has led to the growing interest of researchers and managers in E-banking quality issues (Jayawardhena, 2004). Different studies consider particular service quality dimensions of simple banking websites. 15
For example, Jun and Cai (2001), by using the critical incidents method in online banking, distinguish three central quality categories, namely the customer service quality, online systems quality and banking service products quality. Other researchers, Broderick and Vachrapompuk (2002) tracked the usage pattern of members of an internet banking community. They found out that what influenced the service evaluation most were cues in the service setting, key events in the service encounters and the level and nature of customer participation. Unfortunately, they were not able to deduct from their research a precise and testable measurement of E-banking service quality. Jayawardhena (2004) did a research on the service quality in E-banking by using an adopted version of the SERVQUAL instrument for the Internet context. The study resulted in 21 items which were reduced to five quality dimensions: access, website interface, trust, attention and credibility. Conclusively, it should be said that some research has been done to identify service quality dimensions in E-banking, but so far no model has been developed, that can be universally used and applied as far as E-banking services quality is concerned. More research in the field is necessary, in order for this to be done. 2.5 E-SQ (E-S-QUAL and E-RecS-QUAL) Instrument for Measuring Online Services Quality E-SQ Instrument is an instrument similar to the SERVQUAL scale, developed specifically for measuring online services (e-services) quality. The model has been developed in 2000 and tested and revised in 2002 by Parasuraman, Zeithaml and Malhotra who made an exploratory study on quality perceptions of customers as far as online shopping is concerned. The development of this instrument went through three stages. During the first stage the researchers used qualitative study with six focus groups with six to seven participants in each group (Zeithaml et Al., 2000). Furthermore, they claim that the responses of focus-group participants to e-service quality (e-sq) dimensions were remarkably consistent across the groups, experience levels, and e-service businesses discussed. The focus groups revealed that consumers use basically similar dimensions in evaluating e-sq regardless of the type of product or service being evaluated on the Internet (Zeithaml et Al., 2000, p.15). The dimensions for measuring e-service quality, found out at that stage were eleven: reliability, responsiveness, access, flexibility, ease of navigation, efficiency, assurance/trust, security/privacy, price knowledge, site aesthetics and customization /personalization. Table 2.3 below contains description of each of the above-mentioned dimensions of e-service quality. Table 2.3 Dimensions of perceived e-sq E-Service Quality Dimension Reliability Responsiveness Access Flexibility Description Involves the correct technical functioning of the site and the accuracy of service promises (delivering when promised) and product information Quick response and the ability to get help if there is a problem or question The ability to get on the site quickly and to reach the company when needed Choice of ways to pay, ship, buy, search for and return items 16